Since the late 1970s, Fassi has been producing its yearly calendar for distributors and clients. It is an important medium for displaying Fassi’s wide product range and combining the image of the industrial brand within an artistic and commercial document where Fassi has expressed its own style, year after year.
With so much creative input invested in the calendar, 7 years ago it evolved into something more than just that; it became the Fassi Crane Art Project.
As part of this project, the company has had the privilege to work with many collaborators across the world, some of whom include students from the Market Photo Workshop (South Africa), the IDEP Barcelona (Spain) and the Italian Institute of Photography in Milan.
In the past, wonderfully creative photographic images have explored themes of internationality, as well as celebrating Fassi’s Italian heritage, reflecting both Fassi’s past and future. This project is also an ideal opportunity for Fassi to demonstrate the versatility of the product in which it takes so much pride.
This year, Fassi has developed the 2017 calendar through a partnership with the working group South Bank Collective. The group, led by photographer and educator Daniel Alexander, is peopled by BA (Hons) Photography students from London South Bank University (LBSU) and aims to provide dynamic photographic, film and design services.
The 10 promising future photographers worked on developing ideas for the project for several months, before travelling to Fassi Gru S.p.A. in Albino, Italy during the last week of April 2016. The group worked collectively and with the assistance of Fassi staff to design, stage, light and shoot “in camera” the conceptual calendar images of the cranes, right there on the factory floor. The overall concept for the calendar was to show the cranes on location, to celebrate their precision engineering and aesthetic beauty and to illustrate the scale of the factory space.